The United States is the world's largest wine market. In 2021, wine sales in America reached 4.2 billion, driven by premiumization

The United States Leads in Global Wine Sales

In 2021, Italy's wine exports to America reached 1.72 billion euros, marking an 18.4% increase compared to 2020

In this favorable wine market scenario, ExportUSA has developed a program tailored specifically for small and medium-sized wine producers to import and sell wine in America.

Contact us for more information on selling wine in the United States.

The Wine Market in the United States: Consumption Habits

Despite economic challenges, wine consumption in the United States has remained high. This is primarily due to two significant categories of wine consumers: Boomers and Gen X.

The pandemic has also highlighted the importance of wine consumption among women in America, as they often influence family purchasing decisions and show particular attention to quality/price ratios and the perceived benefits of drinking wine in moderation.

Two distinct categories of wine consumers have been identified:

• Novice: Prefers evocative names and floral aromas, purchasing well-known wines made from popular grape varieties.
• Aficionado: Focuses on collecting prestigious wines, buys high-priced bottles, and follows recommendations from specialized magazines.

Statistical Data on Wine Sales in America

Recently, still wines have been the most imported category. Fruity wines, often consumed as an aperitif an hour before dinner, are particularly appreciated.

In recent years, another rapidly growing category has been sparkling wines, especially among Millennials and Gen Z, with a predominance of male consumers.

Wines are predominantly sold by the glass in restaurants (40-60%). Considering that a glass of wine is typically priced between $8 and $18, and each bottle can yield 6-7 glasses, the profit margin for restaurants selling wine by the glass becomes evident. However, wine sales in restaurants have been impacted by recent trends and challenges in the hospitality industry.

The Growth of Online Wine Sales in the USA

Online wine sales are on the rise, with 20% of American consumers under 30 regularly purchasing wine online. Additionally, 32% of American consumers prefer imported wines over domestic ones.

Average Wine Prices in America

• The average price of a bottle of wine ordered in a U.S. restaurant is $40.
• The average price of a bottle of wine purchased from a wine shop in the U.S. is $10.

Wine sales in America by price segment:

• Sales of wines priced between $15 and $25 per bottle have grown by 9%.
• Sales of wines under $12 per bottle have decreased by 10.8%.
• Sales of wines priced above $50 have increased by 42.9%.

Wine Consumption Trends in America - January 2019 Update

Millennials (aged 21-38) have significantly changed wine consumption patterns in the U.S. Their preference for "new" grape varieties and the ability to express cultural values through wine has driven these changes.

Social media, which has grown rapidly over the last decade, has played a crucial role in influencing Millennials' wine choices. For the U.S. wine market, Millennials represent both a challenge and an opportunity: reaching this audience and convincing them to try something new has never been easier.

• There are 79 million Millennials in the U.S., and by 2017 they accounted for 42% of all wine consumers.
• Today, Millennials represent about 15% of U.S. wine consumption.
• In 2021, online wine sales accounted for approximately 23% of total sales.
• In 2021, 35.5% of Baby Boomers (aged 57-75) in America consumed wine.

Demographic Insights on Wine Consumers in the USA

Wine consumers in America are aging:

• 30% of consumers aged 45-54 drink wine.
• 29% of consumers aged 55-64 drink wine.
• 49% of consumers over 65 drink wine.

General Data on Wine Consumption in the USA

• In 2021, over 1.5 million Americans purchased wine online, with e-commerce wine sales reaching $18 billion.
• The average per capita wine consumption in America in 2021 was 15 liters per person.
• Total wine sales in 2021 reached $78.3 billion, a 17% increase from the previous year.
• Today, wine can be consumed in over 550,000 bars, restaurants, wine bars, and retail outlets across the U.S., a 21% increase from a decade ago.
• 75% of American adults drink wine.
• 65% of wine consumers in America are "Occasional Wine Drinkers," consuming wine once a week or less.
• 38% of Americans drink wine at least once a week ("Regular Drinkers").

Emerging Wine Packaging Trends in the USA

New wine packaging formats are gaining popularity among American consumers:

• Sales of wine in cans increased by 49% in 2018.
• Sales of wine in Tetra Pak rose by 18% in 2018.
• Sales of draft wine grew by 37% in 2018.
• Sales of wine in plastic containers increased by 7% in 2018.

[Sources for this article include the Department of Commerce, Nielsen, and the TTB]

Wine Consumption in America: Historical Data (1980-2016)